THE IMPACT OF MARKETING PLANNING AND CONTROL IN MANUFACTURING COMPANY

THE IMPACT OF MARKETING PLANNING AND CONTROL IN MANUFACTURING COMPANY

ABSTRACT

This research study outlines the impact of marketing planning and control in manufacturing company carried out with Nigeria Bottling Company Plc, Benin City as a case study. It study the role and importance of marketing planning and control in the achievement of corporate objective. It is also intended to analyze some of the difficult marketing managers encountered in the execution of marketing plans and to suggest possible remedies to these difficulties. The research method used for data collection was mainly questionnaire administration and personal interview, which are both primary source in addition to desk research in area such as objective of effective marketing planning, scope of marketing planning, the contents and the benefits of the marketing planning were reviewed. The simple percentage method was used to test the hypotheses. After analysis of the relevant data collected, important findings were singled out and conclusions were drawn. Some of the conclusion among others are that marketing planning was not instituted in the corporate strategy for profitability and it is the only management that is capable of integrating the divers marketing activities found in any organization into a unified programme that is goal-oriented. The findings reviewed marketing planning and control affect maximization in product, marketing planning help in achieving the organizational goals and objectives, motivation of staff affects the successful implementation of marketing planning and control. From these findings, conclusion and recommendations were made, that there should be a planning committee in the marketing department, whose responsibility will be to draw up that plans on which the implementation of the company sales force should feed the marketing department with constant information about competitors in the market.   

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